目 录
01策划篇
第1 章 脚本：轻松打造爆款视频 ................................................. 002
1.1 脚本策划准备 .................................................................................003
1.1.1 前期用户调研.........................................................................................003
1.1.2 找到细分领域.........................................................................................006
1.1.3 选定拍摄主题.........................................................................................008
1.2 脚本策划方法 .................................................................................009
1.2.1 挖掘商品卖点.........................................................................................009
1.2.2 筛选商品卖点.........................................................................................010
1.2.3 罗列商品卖点.........................................................................................011
1.2.4 呈现商品卖点.........................................................................................012
1.3 设计拍摄脚本 .................................................................................015
1.3.1 提炼商品卖点.........................................................................................015
1.3.2 展现商品精华.........................................................................................016
1.3.3 脚本创作要点.........................................................................................018
1.3.4 提炼脚本要点.........................................................................................018
1.3.5 抓住用户需求.........................................................................................021
第2 章 内容：创意视频引人关注 ................................................. 023
2.1 文案内容策划 .................................................................................024
2.1.1 精确描述商品.........................................................................................024
2.1.2 表达商品拥有感......................................................................................026
2.1.3 准确形容商品.........................................................................................026
2.1.4 体现商品特性.........................................................................................027
2.1.5 体现商品针对性......................................................................................027
2.2 文案策划技巧 .................................................................................029
2.2.1 口播文案要点.........................................................................................029
2.2.2 文案带货效应.........................................................................................031
2.2.3 视频成交法则.........................................................................................032
2.3 打造视频剧本 .................................................................................033
2.3.1 视频画面好看.........................................................................................034
2.3.2 道具展示品质.........................................................................................035
2.3.3 紧扣用户需求.........................................................................................036
2.3.4 展示穿搭技巧.........................................................................................038
2.3.5 图片生成幻灯片......................................................................................039
2.4 视频内容策划 .................................................................................040
2.4.1 属性细节展示.........................................................................................040
2.4.2 特色卖点展示.........................................................................................041
2.4.3 操作演示教程.........................................................................................042
2.4.4 功能具象展示.........................................................................................042
2.4.5 品牌宣传视频.........................................................................................043
2.4.6 代入用户体验.........................................................................................043
2.5 制作短视频技巧 .............................................................................044
2.5.1 做好人设定位.........................................................................................044
2.5.2 巧妙植入商品.........................................................................................046
2.5.3 突出商品功能.........................................................................................046
2.5.4 吸引用户注意.........................................................................................047
2.5.5 文案踩中痛点.........................................................................................048
02 拍摄篇
第3章 拍摄：获得更好的观赏效果 .............................................050
3.1 镜头表达技巧 .................................................................................051
3.1.1 商品运镜方式.........................................................................................051
3.1.2 商品镜头语言.........................................................................................053
3.1.3 增强视频感染力......................................................................................056
3.2 商品拍摄技法 .................................................................................058
3.2.1 拍摄综合型商品......................................................................................059
3.2.2 拍摄外观型商品......................................................................................060
3.2.3 拍摄功能型商品......................................................................................061
3.2.4 拍摄不同材质的商品...............................................................................063
3.2.5 美食商品拍摄.........................................................................................065
3.2.6 人像模特拍摄.........................................................................................067
3.3 商品拍摄注意事项 ..........................................................................069
3.3.1 选择拍摄场景.........................................................................................069
3.3.2 拍摄现场光线.........................................................................................070
3.3.3 背景表达氛围.........................................................................................072
3.3.4 体现商品价值.........................................................................................072
3.3.5 注意拍摄顺序.........................................................................................073
第4章 构图：拍出更高品质的视频 .............................................075
4.1 短视频的构图技巧 ..........................................................................076
4.1.1 构图的基本原则......................................................................................076
4.1.2 视频的画幅选择......................................................................................076
4.1.3 展现商品的特色......................................................................................078
4.1.4 视频的构图形式......................................................................................080
4.1.5 进阶构图技巧.........................................................................................086
4.2 打光的基础知识 .............................................................................089
4.2.1 光线质感和强度......................................................................................089
4.2.2 理解光源的类型......................................................................................092
4.2.3 用反光板控制光线..................................................................................094
4.3 巧用光线表现商品 ..........................................................................095
4.3.1 白平衡展示真实感..................................................................................096
4.3.2 不同方向光线的特点...............................................................................097
4.3.3 经典的电商布光......................................................................................099
4.3.4 使用日常道具补光..................................................................................100
4.3.5 拍出免抠无影白底视频...........................................................................101
03制作篇
第5章 剪辑：剪出专业抖音视频 .................................................104
5.1 基础剪辑操作 .................................................................................105
5.1.1 片段剪辑：《飞碟加湿机》....................................................................105
5.1.2 替换素材：《翻页时钟》.......................................................................107
5.1.3 视频变速：《纸雕灯》...........................................................................109
5.1.4 定格功能：《可爱风暴瓶》....................................................................112
5.1.5 一键成片：《生态鱼瓶》.......................................................................115
5.2 添加音频效果 .................................................................................118
5.2.1 添加音乐：《超萌固体香包》................................................................118
5.2.2 提取音乐：《国风发簪》.......................................................................121
5.2.3 录制语音：《国风油纸伞》....................................................................122
5.2.4 淡入淡出：《陶瓷风铃》.......................................................................125
5.2.5 音频变速：《小羊纸巾架》....................................................................127
5.2.6 音频踩点：《简约隔热垫》....................................................................129
第6章 特效：提高视频视觉效果 .................................................136
6.1 视频调色处理 .................................................................................137
6.1.1 基本调色：《沙漏摆件》.......................................................................137
6.1.2 滤镜调色：《陶瓷香插》.......................................................................139
6.1.3 磨砂色调：《梦幻投影灯》....................................................................141
6.2 视频特效处理 .................................................................................146
6.2.1 添加转场：《金属胸针》.......................................................................146
6.2.2 添加特效：《积木盆栽》.......................................................................150
6.2.3 添加动画：《6孔陶笛》........................................................................153
6.2.4 添加关键帧：《ins花瓶》.....................................................................156
6.3 创意合成处理 .................................................................................158
6.3.1 蒙版合成：《太空人U盘》...................................................................158
6.3.2 色度抠图：《创意时钟》.......................................................................160
6.4 添加文字效果 .................................................................................162
6.4.1 添加文字：《相机风扇》.......................................................................163
6.4.2 文字模板：《可爱多肉》.......................................................................165
6.4.3 识别字幕：《立式蚊香架》....................................................................166
6.4.4 文字气泡：《香薰石台灯》....................................................................168
6.4.5 添加贴纸：《创意蜡烛》.......................................................................170
04 引流篇
第7章 引流：粉丝资源快速裂变 .................................................174
7.1 增加内容推荐量 .............................................................................175
7.1.1 算法机制分析.........................................................................................175
7.1.2 抖音算法机制.........................................................................................176
7.1.3 流量赛马机制.........................................................................................176
7.2 提升搜索流量 .................................................................................178
7.2.1 精准性是前提.........................................................................................178
7.2.2 长尾流量效应.........................................................................................178
7.2.3 解析搜索流量.........................................................................................180
7.2.4 解析排名原理.........................................................................................184
7.2.5 关键词布局技巧......................................................................................187
7.3 吸粉带来销量 .................................................................................190
7.3.1 原创内容引流.........................................................................................190
7.3.2 抖音热搜引流.........................................................................................190
7.3.3 首页推荐引流.........................................................................................191
7.3.4 话题活动引流.........................................................................................192
7.3.5 评论功能引流.........................................................................................193
7.3.6 线下POI引流.........................................................................................193
7.3.7 热门话题引流.........................................................................................193
7.3.8 爆款视频引流.........................................................................................195
7.3.9 DOU＋付费推广....................................................................................197
7.3.10 小店随心推引流....................................................................................199
7.3.11 利用私域流量引流................................................................................200
第8章 营销：用户关注引爆流量 .................................................202
8.1 优惠促销商品 .................................................................................203
8.1.1 商品优惠券.............................................................................................203
8.1.2 店铺粉丝券.............................................................................................205
8.1.3 达人粉丝券.............................................................................................207
8.1.4 店铺新人券.............................................................................................209
8.1.5 全店通用券.............................................................................................210
8.2 商品营销工具 .................................................................................211
8.2.1 限时限量购.............................................................................................211
8.2.2 满减活动.................................................................................................215
8.2.3 定时开售.................................................................................................217
8.2.4 拼团活动.................................................................................................219
8.2.5 超级福袋.................................................................................................221
8.2.6 巨量千川.................................................................................................223
05运营篇
第9章 运营：抖音小店运营管理 .................................................226
9.1 轻松运营抖店 .................................................................................227
9.1.1 入驻抖店.................................................................................................227
9.1.2 新手店铺任务.........................................................................................234
9.1.3 联系官方运营.........................................................................................234
9.1.4 引导用户入会.........................................................................................235
9.1.5 店铺推广方式.........................................................................................236
9.1.6 提升视觉效果.........................................................................................238
9.1.7 提升用户满意度......................................................................................240
9.1.8 提高发货的效率......................................................................................242
9.2 抖店商品运营 .................................................................................244
9.2.1 快速找到商品.........................................................................................245
9.2.2 找出优质商品.........................................................................................248
9.2.3 创建店铺商品.........................................................................................249
9.2.4 上货添加商品.........................................................................................251
9.2.5 提高商品点击率......................................................................................253
9.3 店铺运营规则 .................................................................................255
9.3.1 设置店铺名称.........................................................................................256
9.3.2 商品信息发布.........................................................................................259
9.3.3 违规行为管理.........................................................................................262
第10章 带货：视频卖货快速变现 ...............................................264
10.1 优化视频内容 ...............................................................................265
10.1.1 商品分享功能.......................................................................................265
10.1.2 参考优质内容.......................................................................................266
10.1.3 分析带货数据.......................................................................................267
10.1.4 提升变现能力.......................................................................................268
10.1.5 提升视频转化率....................................................................................269
10.2 让商品卖出去 ...............................................................................270
10.2.1 商品展示技巧.......................................................................................271
10.2.2 制作教程视频.......................................................................................273
10.2.3 丰富场景展示.......................................................................................275
10.2.4 视频必备要素.......................................................................................276
